Digital marketers who use a lot of data are finding they’re increasingly in a data-driven environment.
They’re also increasingly reliant on social media platforms to serve them with tailored advertising and campaigns.
But what are they doing wrong?
They’re missing out on the opportunity to get a deeper understanding of how to optimize their digital campaigns, said Sam Dennison, chief digital officer of Recode.
They are missing out because they’re not using analytics and are not investing in analytics,” Dennion said.
And, of course, digital marketers are in a position to benefit from better analytics, but they’re missing the opportunity.”
There’s a lot more than data.
There’s also more than analytics,” said Denn, adding that “there are a lot less ways to measure your data.””
In a way, I think we’re getting more analytics into the digital space, and a lot better at it,” Denny told Recode, noting that more than 40 percent of Recodes advertisers use analytics.
But even as digital marketers take the plunge, there are challenges to overcome, including the fact that the industry is still evolving and “we don’t yet have a digital playbook for digital marketing,” Denton said.”
To get a better understanding of what makes a successful digital marketing campaign, Denn and Denny recommend using the following tools:Advertising Analytics: Denn said the key to a successful advertising strategy is a strong understanding of the audience. “
We’re not thinking about the person or the audience.”
To get a better understanding of what makes a successful digital marketing campaign, Denn and Denny recommend using the following tools:Advertising Analytics: Denn said the key to a successful advertising strategy is a strong understanding of the audience.
They also recommend a deeper look at the data, including how often the audience engages with the digital content and whether the audience likes it.
Dennison also recommends using a platform that provides a more robust analytics solution that includes data that is publicly available and transparent.
The other piece of advice for digital marketers is to be smart.
“When you’re trying to build a digital strategy, there’s no wrong way to do it,” said Sam, adding:”There are a couple of things you can do: 1) you can build a platform where you have analytics, 2) you should be smart about what your platform is doing, 3) you could be a little more conservative about what you are doing and 4) you don’t want to be in the position of trying to change too much at once.”